Celebrity ads on IPL surge 34% YoY, hit 61% of ad volumes as brands chase Bollywood firepower

TV ads featuring celebrities on IPL 19 grew 34% YoY, capturing 61% of total ad volumes per TAM Sports. Film stars drove 77% of celebrity ads, with Shah Rukh Khan commanding a 10% share. Cricket now absorbs 90% of India's $2B sports ad market, with brand investment crossing $1B as advertisers gear up for IPL 2026.

— Source publishedThu, 18 Jun, 2026, 08:12 IST·First seen Thu, 18 Jun, 2026, 08:32 IST·Source ET Small Business

What happened

Celebrity-endorsed TV ads on IPL 19 grew 34% YoY, hitting 61% of ad volumes. Film stars drove 77% of celebrity ads; Shah Rukh Khan led with 10% share. Cricket

Key facts

  • 34% growth
  • 61% celebrity ad share
  • $1 billion brand investment
  • $2 billion sports ad market
  • 90% cricket share
  • 70+ celebrities
  • SRK 10% share

Why this matters

With Shah Rukh Khan alone holding 10% celebrity ad share, talent-management roll-ups and exclusive endorsement portfolios become scarce strategic assets worth scoping for acquisition or long-term lock-ins ahead of IPL 2026.